premiumisation

Luxury unleashed: India’s growing appetite for premium
Dec 04, 2024
Natasha Kharadi

Luxury unleashed: India’s growing appetite for premium

Luxury consumption is booming in India. Only Much Louder’s AVP at 1862 shows how brands can capitalise on this premiumisation wave.

McDowell's X series: From mass appeal to premium power
Oct 14, 2024
Vinita Bhatia

McDowell's X series: From mass appeal to premium power

Diageo India’s executives tell Campaign how this brand is set on redefining premiumisation, by blending legacy with modern flair, to capture the next-gen drinkers.

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